Megatrends

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Consumer Health in Saudi Arabia

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Executive Summary

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The declining number of expats reduces consumer health sales

Expats, who constitute one third of the total population, are declining in number within Saudi Arabia, resulting from the Saudisation programme and expat fees, which is adversely affecting consumer health sales. Many expat workers are being discharged by their employers or facing difficulties maintaining their current jobs and the burden of expat fees is forcing many men to send their wives, children and other dependants back to their home country to cut the high cost of living in Saudi Arabia.

Ongoing governmental efforts help sustain some consumer health sales

Governmental efforts to raise consumers’ health-awareness, promote healthy lifestyles and habits, encourage exercise and fight illnesses and diseases in Saudi Arabia are continuing to support demand for consumer health in 2018. The Saudi Arabian government is investing a lot in health-awareness through campaigns to improve daily hygiene routines among residents and tourists alike.

A 5% VAT increases consumer health unit prices

Although the 5% VAT is not applied to human drugs and vitamins as per the Saudi Food & Drug Authority (SFDA), herbal products are subject to it, resulting in a slight increase in consumer health unit prices in 2018. However, price-control regulations and ongoing promotional campaigns in key distribution channels have helped reduce price increases in most consumer health categories.

Chemists/pharmacies continues to be the leading distribution channel

Chemists/pharmacies remained the leading distribution channel for consumer health in 2018. It benefits from consumers’ loyalty in Saudi Arabia thanks to an ongoing expansion in the number of the channel’s outlets, its extensive variety of products, its continual promotional campaigns throughout the year and its offering of insurance-covered medication and loyalty programmes, eg Nuhdeek by Nahdi and Arbahi by Al-Dawaa.

Saudi Arabians are set to raise demand for consumer health

The rising prices of petrol, electricity and the Expat Levy as well as the addition of the 5% VAT are resulting in the cost of living increasing in Saudi Arabia. However, some recovery is expected as the government aims to increase employment rates among locals.

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